Date of Award

3-2024

Document Type

Thesis

Degree Name

Master of Science in Digital Marketing

First Advisor

Andrew Smith

Second Advisor

Michael Fetters

Third Advisor

Ben Fulcher

Abstract

Marketing video games to aging demographics like Baby Boomers, Generation X, and Millennials requires a unique approach by video game studios and consumer products divisions alike. The strategies employed for younger generations such as Generation Z and Generation Alpha differ from conventional methods, requiring a fresh outlook and a need for more innovative and inventive approaches. To comprehend the current aging audience more effectively, it's essential to examine four crucial factors: accessibility, exposure, media habits, and motivations to play video games. Examining these factors by generation, we can better grasp how to effectively market video games to these demographics. It's important to note that aging demographics will be just as significant as younger demographics since they actively shape the younger generations' exposure and access to video games, as well as their media habits and motivations. This analysis will concentrate on three demographics: Baby Boomers (1946-1964), Generation X (1965-1980), and Millennials (1981-1996).

Download

Share

COinS